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Stay Big or Go Small in Blogging for Business

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long vs. short content in blogs
Your chances of being attacked by a shark aren’t great – about one in 11 million, Jen McCaffrey reassures readers of Readers’ Digest. That said, to avoid being “that one”, McCaffrey advises, “Stay big…or go small”. In other words, if the shark looks aggressive, try to maintain a strong presence; if it appears to be merely “swimming by”, avoid causing a commotion.

When it comes to blog marketing, there is an ongoing debate about the relative benefits of longer vs. shorter articles for blog post content. Blogtyrant.com does a good job, I think, of presenting factors to consider:

Reasons to go small:

  1. Readers’ attention spans are shorter than in previous years and shorter articles are easier to digest. Copyhackers quotes a Forbes article that says, “Write short, pithy posts. After 750 words – or sometimes after only half that – you risk losing your reader’s attention.”
  2. It is easier to produce content regularly with shorter posts. “Successful short content is posted consistently, copyhackers remarks.

Reasons to go big:

  1. Longer posts cover a topic more deeply and may be more valuable to readers. Long form content of over 1,000 words consistently receives more shares and links than shorter form content, a study of more than a million posts revealed.
  2. Search engines have been favoring longer content. That same study showed that among the most compelling drivers of high rankings was longer content.

As a blog content writer and trainer at Say It For You, I was happy to read the  added BlogTyrant comment: “It’s not all about size.” What IS it about, then?

  • Uniqueness and usefulness. “Google wants a variety of solutions for readers.”
  • Accuracy and citations. Articles with links to authority articles are favored by Google.

Still, the long vs. short remains one of the “holy wars” of blogging for business. As a professional providing blog writing services, to what side of that “holy war” do I lean?  Both!  It’s definitely important, in each post, to offer enough information to convincingly cover the key theme of that post. Including links to other commentaries on the subject allows the reader the option to “go deeper”. “One message per post” is a mantra I pass on to every newbie blog content writer, with each post having a razor-sharp focus on one story, one idea, or one aspect of the theme.

No need to make one overriding decision when it comes to your blog. Similar to the judgment call required when a shark is approaching you, with each blog post you can choose to stay big or go small!

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The Pomelo Schema for Business Blogs

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To make a profound idea compact, you’ve got to pack a lot of meaning into a little bit of messaging. Chip and Dan Heath wrote the book Made to Stick to help readers who have ideas to convey and who want to make sure their messages are understood and remembered (that they “stick”). Since, for us business blog content writers, messaging is a core mission, what the Heaths call “the pomelo schema” is a concept well worth our attention.

A schema helps create a complex message from simple material, and the authors illustrate the point by presenting two ways of explaining what a pomelo is:

Explanation #1: A pomelo is the largest citrus fruit with a thick, soft, easy-to-peel rind. The fruit has light yellow to coral pink flesh and may be juicy to slightly dry, with a taste ranging from spicy-sweet to tangy and tart.

Explanation #2: A pomelo is a supersized grapefruit with a thick, soft rind.

(The second explanation “sticks a flag” on a concept the audience already knows, making it easier for them to learn new material.)

In business blog posts, I teach at Say It For You, don’t try to give searchers information about everything you have to offer. Instead, in each post, stress just one major aspect of your company or practice. And, since you want the blog to stand out and be unusually interesting, one tactic to try is putting two things together that don’t seem to match. But, in my view, making the right unusual comparison can actually accomplish even more than teaching a complex concept using the “pomelo schema” method.

One big challenge in business blogs, newbie content writers soon learn, is sustaining the writing over long periods of time without losing reader excitement. Similes and metaphors (“pomelos”, if you will), help readers “appreciate information picturesquely”, as 19th century newspaper publisher Joseph Pulitzer once put it. Unlikely comparisons evoke pictures in readers’ minds:

“Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light.”

“The challenge many blog writers face is that they want to write a blog that their clients will love and that also markets their company. The problem is that clients are worn out by constant advertising,” Martin Woods of semrush.com writes. If you advertise your product or service in your blog, odds are you’ll alienate your readers, he cautions. On the other hand, since the blog is part of the overall marketing plan, Woods says, it must remain relevant to the actual business. Pomelo schemas are just one tactic content writers can use to combine teaching with selling.

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O.K., You’re Biased. Your Content is There to Tell ‘Em Why

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opinion in blogging
Is coming across as biased a bad thing? Not when it comes to blog marketing, I concluded, after reading in the Guardian about a great lecture by writer Neil Gaiman. Gaiman started out the lecture he was giving on the importance of libraries by saying “It’s important for people to tell you what side they are on and why.” As an author of fiction over the last thirty years, Gaiman has been earning his living through his words, so it’s obviously in his interest, he admits, for people to read.

Journalists often feel compelled to try to prove they are “unbiased,” Walter Dean admits in a piece for the American Press Institute . “But what if they took a different approach, acknowledging that bias is built into the choices they make when deciding what to leave in or leave out? Draining a story of all bias can drain it of its humanity,” he says.

Serving as head of the Say It For You team of blog content writers, I’ve had a lot of time to ponder the notion. Our mission is to help business owners and professional practitioners frame their stories, letting readers know what they know how to do and what they offer. But in addition, they need to show what they stand for and what they stand against. One of the gurus I follow is Seth Godin. In the book, All Marketers Tell Stories, Godin says something really powerful: “Your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on.” That “worldview” is a bias.

As content creators, we are influencers. We have to be. The content itself needs to use opinion – call it bias if you wish – to clarify what differentiates that business, that professional practice, or that organization from its peers. Just why have you chosen this particular model for your business or practice? I loved this sentence from the University of Sussex Department of Communications and External Affairs about opinion pieces in general:

“The most important thing to remember is that “readers are not necessarily interested in what you do; they are interested in what you have to say.”

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What If You Saw Only Half the Blog?

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Ticket revenue covers just half of what it costs to produce world-class professional theatre at the Indiana Repertory Theatre, theatergoers learn while scanning the program booklet. So???

As John Pullinger puts it in the Journal of the Royal Statistical Society, “statistics provides a special kind of understanding that enables well-informed decisions. As citizens and consumers we are faced with an array of choices. Statistics can help us to choose well.” But the first choice that people make when presented with a statistic, is whether to take any action at all. From a blog marketing point of view, that IRT statistic in and of itself was a nonstarter. In other words, as a theatre patron, I didn’t feel moved to do anything relating to the funding shortfall. On the other hand, that question – “What if you saw only half the play?” Now, that had “punch” enough to make me reach into my pocket.

“Research shows that people are persuaded to take action or change their minds when you speak to both their heads and their hearts”, says Dr. Stephanie Evergreen, author of Presenting Data Effectively: Communicating Your Finds for Maximum Impact. Numbers give us quantifiable information, but when it comes to communicating how things will actually impact our real lives, some form of humanizing or grounding the data is often effective, Barnard Marr explains in Forbes.

Citing statistics is, without doubt, one tactic blog content writers can use to capture readers’ attention.  But my experience at Say It For You has shown me that statistics, even the startling sort, aren’t enough to create positive results for any marketing blog. What statistics can do is assure readers they are not alone in their need for solutions, plus assure them they’ve come to the right place for help. Still, the “so what? Will need to be addressed.X

It’s simply not good enough to just throw out a statistic demonstrating a need. In corporate blog writing, it needs to be about them, the readers. That means the “because” needs to be presented in terms of advantage to the reader for following any call to action. What if you only saw half the play?

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The Pros and Cons in Backyard Business Blogging

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“The Pros and Cons of Backyard Livestock”, by Jack Savage (the piece appears in the 2019 Old Farmer’s Almanac) illustrates how serious stuff can be presented in a wickedly funny way. And, while not every business blog content writer could pull off the humor, that “Pros and Cons” format is very workable as a template for informational blog posts. Savage offers his advice in five sections: chickens, horses, goats, pigs, and cows. For each, the author gives some background information:

Chickens – the world has 3x as many of them as humans.
Pros: eggs
Cons: keeping them safe from foxes, coyotes, and weasels
.
Horses – you’ll be feeding your horse, but your horse will not be feeding you, and the horse will have final say over who rides whom.
Pros: You can ride a horse
Cons: Writing checks to the hay guy, the vet, the tack shop, the truck-and-trailer dealership.

Goats are highly social, curious, interactive, and smart ruminants (chew their cud).
Pros: Hilarious
Cons: Feet and horns have to be trimmed, you’ll need to keep milking.

Pigs are cute when they’re young, not as filthy as their reputation suggests, and put on weight fast.
Pros: Bacon, ham, sausage, port roast (and did we mention bacon?)
Cons: Destructive, sunburn easily, butchering is serious business

Cows (also ruminants) make you feel like a real farmer and are a lot easier to handle than elephants.
Pros: Unadulterated milk and cheese
Cons: Find a large animal vet, and give him all your money.

In training business blog content writers, I call the technique Savage is using here “templating”. When you have several pieces of information to impart, I explain, consider ways to “unify” them under one umbrella or list category. In fact, at Say It For You, I’m always on the lookout for different “templates”, not in the sense of platform graphics, but in terms of formats for presenting information about any business or professional practice. The format lends variety to the different posts, and also helps readers organize their own thoughts on the subject. Brandon Royal, author of The Little Red Writing Book, calls them “floor plans”. In a chronological structure, the writer discusses the earliest events first, then moves forward in time. In an evaluative structure (which is what Jack Savage used), you discuss the pros and cons of a concept. If a presentation is structured, it will be useful to the reader; otherwise, it will be confusing and of little value.

What if your products and services are nothing to joke about? Jack Savage obviously isn’t enamored of the idea of becoming a backyard livestock farmer – his hilariously amusing remarks are hardly designed to “sell” readers on embracing that kind of new enterprise. But just because your company is serious, doesn’t mean all marketing has to be,” Jason Miller of Social Media Examiner counters. Humor is a hook, grabbing the audience’s attention, as well as an icebreaker, but it’s important to focus the humor around a problem your company can solve.

If Jack Savage were a blog content writer for an animal feed company, could he have fairly presented the drawbacks and challenges, while still encouraging readers to explore animal farming?

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